How it started: from military service to Cartec

Pieter (57) will mark 38 years with Cartec on 1st of May. His career began at a young age. After leaving school, he worked for a year on the land with his uncle, before entering military service.

At a birthday party, he got into conversation with Johan, the founder of Cartec. The question was simple: “Is selling polishing products something for you?”
Pieter’s answer was clear: “Anything is better than this, I want out of military service!”

Not long after, he made the move. At the time, products were still sold under the name Porzelack and imported from Germany. What started as a practical decision grew into a career spanning nearly 40 years.

The step towards a family business

For his son Dave (33) it was never a given that he would join Cartec. He first built his own experience in the automotive industry, including roles at Renault and an international car trader.

Entrepreneurship had always appealed to him. “Having your own business and the freedom that comes with it, that really attracted me,” says Dave.

The door to Cartec was always open. During a joint trip to Las Vegas, where Dave acted as a translator for his father, the topic came up again. Pieter said: “You can come and work with me when the time is right.”

That opportunity came sooner than expected. When a position opened up in the warehouse, Dave decided to give it a try. What started as a temporary plan for one year changed after just four months. “I knew straight away: this is what I want to do.”

Not long after, he became co-owner and, as the next generation, took his place alongside his father at the helm.

Two generations, one strong partnership

From the very beginning, Dave was involved in every aspect of the business. He immersed himself in processes, joined meetings and quickly introduced structure, particularly on the digital side. Tasks such as implementing price adjustments in Excel, which used to take half a day, were suddenly completed in just 20 minutes.

Dave focuses on digitalisation, purchasing and everything related to data and optimisation. Pieter, on the other hand, works more from experience and instinct. That combination proves to be a strong one. “He calculates, I go by feel,” Pieter says with a smile. “And it works.”

Their collaboration feels natural. They complement each other, step in where needed and require very little alignment to stay in sync.

Major changes in the car care industry

Over the past 38 years, the industry has changed significantly. Where family businesses were once the norm, Pieter now sees more and more investment-led companies. The way of working has also evolved.

“In the past, customers would page us and we would jump into the van to deliver their order. What was once unique is now standard: same-day or next-day delivery. As a result, personal contact has partly disappeared.”

Dave also sees positive developments:
“Car cleaning used to be underestimated. Today, it’s a specialised profession. Detailing and coatings have become a premium service, also for private customers.”

The power of personal customer contact

Despite all the changes in the market, one thing remains central: personal contact.

Pieter is still on the road several days a week, visiting customers and delivering orders. “I never get bored,” he says. “It gives me energy.”

According to both, this is also the reason why customers stay for so long. Cartec Amsterdam started with zero customers and has now built a base of thousands. Many of them have been loyal to the company for years.

“It’s not just about the order, it’s about the relationship,” Pieter explains. “We know what’s going on with our customers. We take care of them and pay attention to the person behind the business.”

The role of digitalisation and online growth

While Pieter excels in customer relationships, Dave focuses on the future of the business. His main focus is on digitalisation and online growth.
“As a brand, we can still become much stronger online,” he says. “The older generation is mainly out visiting customers, I make sure we improve our online visibility.”

The strategy is clear: combining the existing sales model with online opportunities. Customers can continue to call and rely on personal contact, while new customers expect speed and convenience.

What sets Cartec apart as a partner

According to Pieter, the strength of Cartec lies not only in its products, but also in its people.
“The company feels like a close-knit organisation where trust and commitment are central. Our shared faith plays a role in that, as well as the family connection and the long-standing relationship with founder Johan.”

“Even in difficult times, we always came out stronger together,” Pieter explains. “We’ve experienced many great moments.”

The fact that Cartec is a Dutch brand, with products developed and manufactured in-house, also resonates with customers.
“Customers who have been with us from the beginning have seen the company grow. That creates real involvement. We’re a strong business, not a one-day success.”

A strong team as the foundation

Behind the success is a stable and dedicated team. Cartec Amsterdam operates in both the Netherlands and Belgium. In Belgium, four sales representatives are active, supported by administration from the Netherlands. In the Netherlands, the team consists of five sales representatives and office support. In the warehouse, a dedicated team member ensures everything runs smoothly and stays organised.

There is a clear focus on investing in team spirit and engagement. This includes team outings, shared lunches and genuine attention for employees, also beyond work.
“We don’t work with numbers here, we work with people,” says Pieter.

When is a working day successful?

For Pieter, it’s simple: “When everyone goes home happy.”
“And when we receive positive feedback from customers,” Dave adds.

A family business with a vision for the future

Working as father and son brings mainly advantages, according to both. There is a strong level of trust and the collaboration feels natural. “We’re quite similar and understand each other well,” says Dave.

Conflicts are rare. Differences in opinion do arise, but they tend to strengthen the process.

Looking ahead, the direction is clear: maintaining strong personal relationships while continuing to grow in digitalisation and reach.

Pieter concludes: “I’m grateful to have a solid team with great colleagues. Cartec is a healthy business and we understand each other well. Happy customers are my motivation. You can make as much money as you like, but if customers aren’t satisfied, it’s not worth it. I’m thankful for how things have developed over the past 38 years and I look forward to the future, together with Dave at the helm.”

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